THE BENEFITS OF MOBILE LOYALTY IN
RETAIL AND BEYOND
MOVING BEYOND THE PAPER BAR CODE
Smartphones, cell phones and other mobile devices are increasingly becoming a central
part of everyday life. Evolving beyond just a tool for voice calls, these always on, always
connected devices are becoming a vital way to find information, access social networks,
share content and make daily decisions from where to eat to what to buy. For retailers, the
smartphone represents a powerful touchpoint and a highly personal marketing channel.
From mobile coupon campaigns to location-based marketing and mobile loyalty clubs,
retailers can engage consumers in a uniquely personalized way — reaching shoppers
wherever they are to influence the buying decision and strengthen customer relationships.
While the use of mobile coupons and mobile loyalty is an emerging market, adoption is
projected to be rapid and widespread. Juniper Research predicts that mobile coupon
usage will triple, with over 300 million people globally using mobile coupons by 20141 —
a market that will represent nearly $6 billion in retail redemption. 2
The DS6878-SR offers the
comprehensive data capture
capabilities required to keep
lines moving — including
the ability to scan 1D or 2D
electronic bar codes on
smartphones and other mobile
devices. As a result, retailers
can support mobile coupon
campaigns, location-based
marketing and mobile loyalty
clubs to engage consumers in
a uniquely personalized way —
and reach shoppers wherever
they are to influence buying
decisions and strengthen
customer relationships.
To capitalize on this emerging marketing opportunity, retailers, hospitality and other
enterprises need to deploy updated bar code scanners that can reliably and easily scan
any bar code — regardless of whether it is printed on a paper label or displayed on a
customer’s mobile phone. As mobile couponing becomes ubiquitous, anything less than a
seamless experience puts customer satisfaction, retention and sales at risk.
With a mobile loyalty
program and the versatile
DS6878-SR, retailers
and other enterprise
organizations can:
Increase revenue per visit with
‘just in time’ in-store specials
and promotions
• Strengthen relationships
with top customers through
personalized offers
• Offer differentiated service
with the convenience of
mobile coupons and mobile
loyalty clubs
• Increase throughput at the
checkout stand/check-in
counter to keep lines moving
• Attract new customers via
location-based marketing
THE VERSATILE SYMBOL DS6878-SR: ADVANCED BAR CODE
SCANNING ON VIRTUALLY ANY MEDIA
The DS6878-SR cordless imager provides the features and performance needed to easily
leverage mobile couponing and other forms of emerging mobile commerce. Advanced
data capture functionality combines with an ergonomic and easy-to-use cordless design
to streamline and error-proof everyday processes. This versatile device incorporates
several key features to help ensure a seamless and enjoyable experience for your
customers and store associates as you migrate to exciting new mobile
commerce applications:
ZEBRA TECHNOLOGIES
APPLICATION BRIEF
DS6878-SR GENERAL PURPOSE CORDLESS BLUETOOTH 2D IMAGER
THE ABILITY TO READ 1D AND 2D BAR CODES ON MOBILE PHONE
DISPLAYS OPENS UP A WEALTH OF BENEFITS AND POSSIBILITIES
− FROM MOBILE COUPON REDEMPTION AND MOBILE LOYALTY
PROGRAMS IN RETAIL TO MOBILE TICKETING AT THE BOARDING
GATE OR STADIUM ENTRANCE.
2
ZEBRA TECHNOLOGIES
APPLICATION BRIEF
DS6878-SR GENERAL PURPOSE CORDLESS BLUETOOTH 2D IMAGER
• Advanced data capture flexibility: This single
device can easily and accurately capture all
common bar codes (1D, 2D and PDF417) on
labels, as well as on mobile phone displays.
The diversity of this device makes it ideal at the
Point of Sale (POS). When paired with the handsfree presentation base, additional advanced
features are available to streamline and enhance
recordkeeping at the returns desk, pharmacy
counter and more, including: the ability to capture
signatures, documents and photographs; optical
character recognition (OCR) to capture the text
in documents; and MICR to capture the numeric
information on the bottom of checks, enabling
paper checks to be processed as electronic
debit transactions. In short, the DS6878-SR is an
all-around tool built to support the data capture
required of today and tomorrow.
• Best-in-class data capture performance: Not
only does the DS6878-SR offer the versatility to
support diverse data types, but it also features
the latest in scanning technology, improving
productivity and transaction speed. Built on
Zebra’s revolutionary SE4500 scan engine, the
DS6878-SR breaks barriers in 2D scanning —
offering 1D laser scanning performance on 2D bar
codes. The DS6878-SR can capture even poor
quality and damaged bar codes. And an intuitive
aiming pattern and full omni-directional scanning
eliminates the need to carefully orient the bar
code and scanner, enabling the true ‘scan-and-go’
performance that keeps lines moving from the
retail register to the airport boarding gate.
• Latest Bluetooth® technology: Bluetooth
technology frees workers from cables, enabling
them to roam up to 300 feet/100 meters away from
a host device to easily reach items as needed
— such as a bulky item in the shopper’s cart.
MOBILE COUPONING IN RETAIL
Retail sales as a whole have struggled in the midst of an
economic downturn and consumer anxiety. Brick and
mortar shops face increasingly stiff competition from
the convenience of 24-hour online shopping. Mobile
commerce technology can provide a competitive edge.
From mobile coupons to real-time in-store personalized
offers, this new marketing initiative can help retailers build
stronger consumer relationships that create differentiated
3
brand experiences that get customers talking…and
returning. As a result of the early success rates for mobile
marketing campaigns, retailers are rapidly embracing
this new technology — one-third to one-half of retailers
surveyed by Zebra have already deployed initiatives that
involve shopper’s personal mobile devices. 3
The concept of mobile coupons is a natural extension to
the current behavior of consumers, who routinely use their
mobile phones to perform shopping-related tasks. A 2009
Zebra study4 on retail holiday shoppers found that more
than half of consumers surveyed used their mobile phone
while in a store for at least one of the following tasks:
• Call/text someone to ask about a product
• Send a photo of a product they are considering
• Access the Internet to compare prices
• Read product reviews or search for special offers.
And this activity spanned all age groups, with 64 percent
usage among Gen Y shoppers, 50 percent in Gen X and 33
percent of the Baby Boomers.
Given the fact that consumers are already comfortable
using their mobile device for shopping-related and
decision-making activities, as well as the fact that the
mobile phone is almost always physically connected to
its user throughout the day, retailers can benefit from
implementing a wide range of mobile electronic marketing
initiatives, including:
Coupon redemption at store POS
Mobile coupons enable consumers to easily obtain and
manage coupons — there’s no need to clip coupons from
a newspaper or magazine and file them for later use.
And since consumers carry their cell phones virtually at
all times, mobile coupons are always on hand — unlike
paper coupons that may be left at home, lost in the car or
damaged in a purse or pocket. A mobile coupon includes
a bar code on the phone display. At the checkout stand,
the customer simply presents the mobile coupon bar code
on the display of the mobile phone — a quick scan with
the DS6878-SR and the discount or special is instantly
processed — a fast, seamless and paper-free transaction.
The industry-leading scanning performance of the DS6878SR ensures successful and rapid scanning, so there’s no
impact to point of sale throughput while migrating to a
new technology.
ZEBRA TECHNOLOGIES
APPLICATION BRIEF
DS6878-SR GENERAL PURPOSE CORDLESS BLUETOOTH 2D IMAGER
Mobile Loyalty/CRM programs
Retailers can offer inexpensive mobile loyalty programs that substantially
reduce the cost of these initiatives while potentially improving success
rates. A customer’s phone can replace the loyalty card or key fob —
members simply need to present the appropriate bar code on the display
of their phone to the cashier to instantly pull up their membership account
information. This convenient service differentiates retailers from the
competition and is sure to be appreciated by shoppers whose wallets
are already packed full of assorted loyalty cards. As a result, retailers can
deliver targeted and personalized offers right to the hands of their most
loyal customers — with minimal effort and minimal cost.
Automated coupon generation
Not only does the DS6878-SR offer the versatility to support diverse data types,
but it also features the latest in scanning technology, enabling the true ‘scanand-go’ performance that keeps lines moving from the retail register to the
airport boarding gate.
This application puts customers in full control of the promotion process.
While in the store, a shopper can scan a bar code on a product or a shelf
tag to retrieve any relevant store offers for sale items. To retrieve the
mobile bar coded coupon with their mobile device, customers can either
scan a bar code on a display or shelf tag in the store or download it from a
kiosk via Bluetooth. This marketing initiative provides yet another channel
to present special offers to your customers, right in the aisles of your
store, promoting incremental sales and increasing basket size.
MOBILE BAR CODES BEYOND RETAIL
Targeted promotions and personalized coupons
The mobile device is truly a personalized marketing vehicle. From the
store, website or brand social network page, shoppers can sign up to
receive targeted promotions and coupons right on their mobile device.
Tailored coupons can be based on a shopper’s actual buying history
or their expressed product preferences. The personal nature of these
promotions makes them highly desirable and extremely effective tools to
encourage store visits — and sales.
Location-based in-store marketing for frequent customers
With location-based technology, frequent shoppers can opt to allow
retailers to detect when they are in the vicinity of the store. Electronic
coupons for daily specials or personalized offers based on that
shopper’s preferences can then be automatically sent to the customer’s
mobile device. This mobile ‘just in time’ advertising is an effective and
economical way to influence in-store shoppers at the purchasing ‘point of
decision’, encouraging customers to spend more time in the store as well
as purchase more items during each store visit.
In addition, studies show that the top 30 percent of a retailer’s customers
generate 70 percent of its revenue.5 Targeted mobile advertising and
couponing enables retailers to strengthen their relationships with their
top customers through the delivery of targeted messages and special
frequent shopper awards the moment they enter the store. In addition,
the possibility of receiving exclusive new offers serves as excellent
incentive to encourage frequent visits from your most
valuable customers.
4
With its convenience and application flexibility, enterprises are embracing
mobile commerce and couponing technologies in a range of applications
and markets beyond retail. The ability to read 1D and 2D bar codes on
mobile phone displays opens up a wealth of benefits and possibilities in
the following markets.
TRANSPORTATION AND TRAVEL
Mobile boarding passes are an emerging application where boarding
passes are sent to a passenger’s mobile phone via SMS or MMS. The
boarding pass contains a bar code that can be scanned by the gate
attendant during the boarding process, further speeding check-in while
enhancing customer convenience. By delivering record scan speeds, the
DS6878-SR increases throughput during the boarding process, helping
reduce lines and facilitate on-time departures. And since the DS6878SR can read bar codes on paper as well as displays, it easily meets the
demands of today’s mixed media environment.
Event ticketing
For arenas, stadiums, theme parks and more, the ability to offer a
paperless ticket solution provides real convenience for attendees —
there are no paper tickets to remember, carry and track. The DS6878-SR
reads bar codes on both paper and electronic tickets, helping ensure
that lines keep moving at the event gate and that each attendee is a valid
ticket holder. Finally, the device’s cordless ergonomics gives workers the
freedom to move around the entry gate as needed to check packages
that customers may be carrying or direct customers to form lines, reducing
security risks.
ZEBRA TECHNOLOGIES
APPLICATION BRIEF
DS6878-SR GENERAL PURPOSE CORDLESS BLUETOOTH 2D IMAGER
Mobile tickets can also be linked to other value-added
content such as videos, team news, social networking
pages, incentives and promotions for future events or
special deals at the stadium’s concession stands or gift
shops — all delivered on the attendee’s mobile device. It’s
an easy and economical way to increase revenue streams,
energize fans and build interactive relationships with the
target audience.
Hospitality
Mobile confirmations streamline the check-in procedure,
enabling hotels and resorts to deliver a superior guest
experience — even during peak check-in times. Guests
can receive their reservation confirmation on their mobile
device via SMS or MMS. In the hotel lobby, a check-in clerk
scans the bar code displayed on the arriving guest’s phone
to instantly pull up the right reservation. Shaving time from
manual procedures at the check-in desk helps keep lines
moving and enables guests to begin enjoying the facilities
sooner. In addition, hotels can easily push special offers to
guest’s mobile devices — such as a discount on a following
stay, 2-for-1 breakfast special or discount at the spa or gift
shop. Specials can be linked to a loyalty/points program or
an opt-in offer during the reservations or check-in process.
Mobile coupons can be easily redeemed in seconds, with
a quick scan of the bar code on the guest’s phone display.
This direct guest link gives hotels a personal touchpoint,
providing a differentiating experience, encouraging repeat
visits and increasing revenue per stay.
POWERFUL FEATURE SET…FOR A FAST ROI
The versatile DS6878-SR offers the exceptional application
flexibility needed to meet your needs today and in the
future. Rapid fire, omni-directional scanning of 1D and
2D codes helps keep the checkout stand and other lines
moving. Special software enables the DS6878-SR to
accurately capture bar codes despite damage (including
scratches, smudges and tears), virtually eliminating time
spent handling exceptions. The ability to support image
capture, signature capture, check processing and more
provides the flexibility to capture practically any kind of
data. This all-in-one solution substantially reduces capital
and operational costs — there is no need to purchase
multiple types of devices.
In addition to the comprehensive advanced data capture
capabilities that streamline processes throughout retail and
other organizations, the DS6878-SR provides the low total
cost of ownership (TCO) required to easily fit in
constrained budgets.
• The durability required for dependable everyday
use in enterprise environments. The DS6878-SR
offers Zebra’s best-in-class drop specification — 6
ft./1.8 m drops to concrete. IP43 sealing protects
sensitive electronic components from exposure
to dust and liquids. The result is dependable
operation, despite the inevitable everyday drops,
bumps and spills.
• Superior enterprise support. The stringent durability
specifications combine with mission critical support
programs to ensure maximum uptime, maximum
device utilization and maximum return on asset
(ROA). Zebra’s Service from the Start Advance
Exchange Support is an exceptional service that
offers next-business-day replacement of devices
that require repair as well as Comprehensive
Coverage that includes normal wear and tear as
well as accidental damage to internal and external
components, significantly reducing unforeseen
repair expenses.
• Low cost management. The DS6878-SR offers
integrated support for Zebra’s Remote Scanner
Management (RSM), minimizing one of the
largest costs associated with any mobility
solution — everyday management. RSM enables
centralized management of all DS6878-SR devices,
substantially reducing the time and cost required to
initially provision, update, troubleshoot and account
for all your scanning devices.
FOR MORE INFORMATION
For more information on how your operations
can benefit from the DS6878-SR cordless
Bluetooth 2D imager and mobile couponing,
access our global contact directory at
www.zebra.com/contact
or visit www.zebra.com/ds6878sr
...AND A LOW TCO
5
ZEBRA TECHNOLOGIES
APPLICATION BRIEF
DS6878-SR GENERAL PURPOSE CORDLESS BLUETOOTH 2D IMAGER
1 - Juniper Research, “Press Release: Mobile Coupon usage to triple exceeding 300 million people globally by 2014 says Juniper Research.”
December 8, 2009
2 - Juniper Research, “Press Release: Mobile Coupon redemption value to approach $6BN globally by 2014, according to Juniper
Research.” November 4, 2009
3 - 2009 Enterprise Mobility Barometer: State of Mobility in Retail. October 2009
4 - 2009 Retail Holiday Season Shopper Study. Internal Key Findings Report. January 2010
5 - Center for Retail Management at Northwestern University’s Kellogg School of Business
www.zebra.com
Part number AB-DS6878SR. Printed in USA 04/15. ©2015 ZIH Corp. ZEBRA, the Zebra head graphic and Zebra Technologies logo are
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